Yesway, one of the fastest-growing convenience store chains in the US, has named Ray Harrison its new Chief Marketing and Merchandising Officer. Harrison, a retail veteran with more than three decades of experience across marketing, category management, and omnichannel strategy, joins the company’s senior leadership team effective immediately.

From Brookshire to Yesway: A Retail Career Built on Loyalty and Merchandising

Harrison’s resume reads like a playbook for modern convenience retail. Most recently, he served as Chief Marketing Officer at Cal’s Convenience, overseeing marketing and merchandising across 500-plus stores. There, he rolled out a digital loyalty program that became a cornerstone of customer retention and spearheaded omnichannel marketing initiatives spanning social media, delivery platforms, and in-store media networks.

Earlier in his career, Harrison spent nearly two decades at Brookshire Grocery Company, moving from store-level leadership to Vice President of Category Management. His success in private label strategy and promotional execution earned him industry recognition, including PepsiCo’s Category Manager of the Year award.

A Guest-First Mandate

For Yesway—which operates both Yesway and Allsup’s branded locations—Harrison’s arrival signals a sharpened focus on customer loyalty, private-brand expansion, and foodservice growth.

“I am eager to support our store teams, strengthen supplier partnerships, and deliver growth through a sharper, guest-first merchandising strategy,” Harrison said in a statement. “Together, we will make every visit faster, friendlier, and more rewarding.”

CEO Tom Trkla framed the appointment as a strategic move to align vision with measurable results. “Ray is an exceptional leader with a proven ability to translate strategy into execution. His expertise and innovative mindset make him the ideal choice to lead our marketing and merchandising efforts as we continue to grow and evolve,” Trkla said.

Why It Matters

Yesway has been expanding aggressively in a highly competitive convenience market that includes established players like 7-Eleven, Circle K, and Casey’s. With consumer expectations shifting toward digital-first loyalty programs, mobile ordering, and curated private-label products, Harrison’s track record in data-driven merchandising could give Yesway an edge.

Beyond customer-facing programs, Harrison is also expected to deepen supplier partnerships and modernize category management strategies—both critical as convenience retail faces supply chain pressures and tighter margins.

Industry Ties

Harrison is a Certified Professional Strategic Advisor with the Category Management Association and has served on multiple advisory councils, including the Food Marketing Institute and Topco Private Brands Council. He also sits on the advisory board of the Promotions Optimization Institute (POI).

For Yesway, his blend of operational depth and marketing innovation positions the company to keep pace with an evolving retail landscape where data, personalization, and convenience are no longer optional—they’re table stakes.

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